These days, people not only use 'google' as a noun but also as a verb. 'Google' is used as a synonym for search in everyday language. People who are likely to use google to search are called 'googler'. It is kind of fashion to use 'googling' than 'searching', but not everybody like it happens. Becaming a generic word, Google will not be able to maintain its trademark, which means Google lost its brand protection and can not renew its protection indefinitely.
There are many similar cases in history. Nylon and aspirin were once trademarks but are now part of the nomal English lexicon. Photoshop is also largely used as verb which means 'editting' photos. Eventhough developers do not hope this happen, at least it shows that their products are popular enough to be imprinted on people's memory and to be generalized in everyday's uses.
Related article:
http://blogoscoped.com/archive/2004_06_26_index.html
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